Brands from the POV of Competitive Analysis Framework and Porter's Generic Strategies

 1. E-Commerce Brands

2. Telecom Services Brands

3. FMCG Brands

4. Indian Startup Brands

5. Media Brands

While the competitive analysis framework has been done above, let's move on to analyze these brands with the help of Porter's Generic Strategies.

Porter's Generic Strategies is divided into four, ie, Cost Leadership, Differentiation, Cost Focus, and Differentiation Focus.

While coming to the cost leadership strategy in the E-Commerce Brand, the three products that we took were Nykaa, Ajio, and Myntra. When we compare these products according to this strategy we can see that Ajio has more cost leadership than the others. With the latest technology and a lot of capital available, Ajio can easily become the cost leader of this segment. Although Nykaa and Myntra have various sales and offers to attract customers, Ajio has more cost leadership than the others.

When it comes to the strategy of differentiation, Nykaa takes the lead. One of the first beauty apps to have online shopping, the website became very successful. It offered a variety of products from different brands and from different price ranges. It always has some or the other sales going on. While Myntra is trying to make itself unique by introducing online trials of clothes, it is Nykaa which has a perfect strategy of differentiation going on.

As far as my study goes, I do not think that any of these e-commerce products are cost-focused. While all three of them initially had a strategy of differentiation focus(catering to online customers), that strategy can no longer be used because of the current situations we are living in.

In the telecom services, cost leadership can mostly be seen in BSNL. An undertaking by the Govt. of India, BSNL offers plans at a much lower rate than other services. It has all the funding it needs and is backed by the State. While we look at Jio and Airtel, they are a bit more expensive for the common man. Although Jio came up with a lot of offers to attract customers, and Airtel said they are the fastest network, it was BSNL who had the last laugh.  

Both Airtel and Jio follow the differentiation strategy. While Airtel launched a new app and collaborated with several other brands to attract users, Jio brought forth exciting postpaid plans which include 3 OTT platforms. BSNL did not do anything of this sort and hence, did not have a differentiation strategy.

No cost-focus strategy between these three products as well. Coming to differentiation focus, BSNL caters to the common of India, while Airtel and Jio focus on the new and thriving generations of the country.

Indian startup brands that I took were Byjus, Ola, and Curefit. Coming to the cost leadership strategy, all the three brands follow it. With the latest technology and huge amounts of capital all three of this products follow cost leadership. We can say that all three of these products follow the differentiation strategy as well. 

In differentiation focus, Byjus try to cater to students, Ola caters to the college students and office goers, and Curefit tries to bring a gym to your home.

Lastly, the three media brands I chose were Netflix, MTV, and Comedy Central. Coming to the cost leadership strategies that they have, Netflix has a lead. While MTV and Comedy Central are channels, Netflix offers Rs 199 mobile pack for people who can enjoy a variety of shows on this OTT platform.

All three of these products have a differentiation strategy. While Netflix is the first and the best OTT platform, MTV is a music and entertainment channel. And, Comedy Central is a channel that only telecasts comedy shows.

Coming to their differentiation focus, only Comedy Central has one. It focuses on the audience who enjoy and want to watch comedy shows.

Through this article, we've seen everything from the eyes of the competitive analysis framework and Porter's Generic Strategies.